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Web 2.0. Links to http://www.youtube.com/watch?v=2xXlZK5rCls which is a Davos presentation from 2007.

Social Media For Market Research 02 2010b

1.
Social Media for Market Research …Are You Listening? with Susan Barnes of Susby Internet Solutions February 27, 2010 A Guest Presentation for Marketing Research Methods in the Green MBA Program at Dominican University of California, with Michaela Hayes

14.
There are Many Tools <ul><li>Tools don’t do anything, people do. </li></ul>

16.
There are Many Tools <ul><li>“ People go to their blogs, to message boards, chat rooms, and forums, really, to talk to one another. And they talk spontaneously about products, services, and their lives… You’re not prejudicing them by asking a question. You are listening in, or overhearing conversations that are taking place spontaneously.” </li></ul><ul><li>-- Janet Eden-Harris, VP of Web Intelligence, J.D. Power and Associates </li></ul><ul><li>Source: Market Sherpa: Market Research with Social Media http://sherpablog.marketingsherpa.com/research-and-measurement/market-research-via-social-media/ </li></ul>

19.
But First we Need to Measure Implementing marketing campaigns is worthless unless you know how they performed. I.e. What is the ROI (return on investment)? Remember, even you’re not paying to promote, on social networks, you’re still spending time.

29.
Two Ways to conduct Market Research with Social Media <ul><li>Manually (I.e. using your or your employee’s time) </li></ul><ul><li>Use a service (Services can be pricey, but save you time) See http://www.radian6.com/what-we-do/ We’ll look at the manual small-scale research methods first. </li></ul>

30.
1. Listen <ul><li>In 15 minutes or less, start by Setting up Google Alerts http://alerts.google.com - receive alerts when your brand, product or competitor is mentioned online Then </li></ul><ul><li>Look at what people are talking about on http://search.twitter.com </li></ul><ul><li>Monitor http://www. collecta .com </li></ul>

31.
1. Listen <ul><li>Search for keywords related to your industry on http://www.technorati.com http://www.blogpulse.com http://www.icerocket.com </li></ul><ul><li>Find a few blogs you like and start following the posts. </li></ul>

64.
6. Nurture <ul><li>Nurture: </li></ul><ul><li>Follow-up with people - send “in” messages, post on walls </li></ul><ul><li>Participate - remember it’s a dialog </li></ul><ul><li>Respond to things people are sharing - like? </li></ul><ul><li>Check-in with people </li></ul><ul><li>Listen - it’s a dialog </li></ul><ul><li>Show you care, because you do </li></ul>

65.
What are the benefits? <ul><li>Build trust </li></ul><ul><li>Build followers </li></ul><ul><li>Add opportunities for people to find you </li></ul><ul><li>Increase links to your website </li></ul><ul><li>Improve your search engine ranking </li></ul><ul><li>Increase brand awareness </li></ul><ul><li>Create a community you can talk with </li></ul><ul><li>Create a community you can survey </li></ul>

69.
Don’t <ul><li>Write or say anything you wouldn’t do or say in front of your mother </li></ul><ul><li>Broadcast </li></ul><ul><li>SHOUT </li></ul><ul><li>Copy </li></ul><ul><li>Forget about the elephant! </li></ul>